Dugout X, Chennai, India

Dugout X – India’s First Interactive Sports Social Hub at Phoenix Market City, Chennai

Project Overview

Dugout X is a pioneering interactive sports social center located in the heart of Chennai’s premier shopping destination, Phoenix Market City, Velachery. Spanning 270 square meters, this dynamic venue introduces India to a completely new genre of entertainment – a blend of physical activity, interactive LED game, and social interaction. Developed by us - JAMMA Amusement Technology, the project features seven adrenaline-pumping game rooms: Super Grid, Arena, Climb, Hide, Hoops, Control, and Push. It is positioned as the country’s first-ever interactive play area, targeting millennials, families, and corporate groups seeking immersive, tech-driven recreation.

Challenges & Objectives

The Indian entertainment market, especially in metropolitan cities like Chennai, was ripe for innovation. Traditional arcades and standalone gaming zones were losing appeal among digitally native youth. Phoenix Market City, a bustling retail hub, needed a fresh attraction to:

• Increase dwell time and repeat visits.

• Cater to the growing demand for experiential entertainment over passive consumption.

• Offer a safe, air-conditioned space for year-round indoor activity.

The goal was to create a venue that combines the excitement of sports, an immersive experience, and the social vibe of a modern hangout spot – all within a compact footprint.

JAMMA Solution

JAMMA delivered a turnkey solution, from spatial planning to the supply of cutting-edge interactive equipment. The 270 sqm area was cleverly zoned into seven distinct rooms, each offering a unique gameplay experience:

Super Grid: In this interactive LED floor grid game, your team must strategically run and step on or avoid glowing tiles to complete tasks within the time limit.

Arena: This interactive ball toss target game challenges your hand eye coordination as you hit glowing hexagon targets with beanbags while avoiding the wrong ones.

Climb: Test your speed and teamwork on this climbing wall game where you extinguish blue targets, avoid red ones, and grab green safe holds.

Hide: An immersive escape room challenge game inspired by Squid Game, where you cooperate with friends to extinguish lights while hiding from sensor detection.

Hoops: Engage in an interactive LED basketball game where you must accurately shoot and extinguish target colors within the time limit.

Control: A family-friendly game where players control light blocks by tapping buttons or stepping on LED tiles to simulate classics like Tetris and Pac-Man.

Push: A dot game featuring light-up buttons, where players must quickly spot differences and patterns and press the correct buttons within the time limit.

The space is designed for group participation, encouraging laughter, teamwork, and friendly rivalry.

Key Highlights

India’s First: Dugout X marks the debut of a fully interactive play zone in the country, setting a new benchmark for urban entertainment.

Compact Efficiency: Despite its modest size, the venue packs seven distinct attractions, maximizing revenue per square meter.

Social-First Design: Every game is designed for 2–6 players, making it ideal for birthday parties, corporate team-building, and friend outings.

Retail Synergy: Located inside Phoenix Market City, Dugout X benefits from high footfall and cross-promotion with F&B and retail outlets.

Results & Impact

Since its launch, Dugout X has achieved remarkable traction:

Footfall Surge: Attracted over 30,000 visitors in the first three months, with average dwell time exceeding 90 minutes.

Social Media Buzz: Generated 300+ user-generated posts on Instagram within the first month, thanks to its visually stunning gameplay and shareable moments.

Operational Efficiency: The modular game design allows easy content updates, keeping the experience fresh without major CAPEX.

Client Feedback: Phoenix Market City reported a 12% increase in family footfall and renewed tenant interest in the entertainment zone.

Why JAMMA?

Dugout X is a testament to JAMMA’s end-to-end capabilities. From concept development and interior design to equipment supply and installation, we ensure every project aligns with local culture and market trends. Our expertise in VR, sports simulator, interactive projection, and motion cinema enables us to create spaces that are not only fun but also commercially viable.

Frequently Asked Questions (FAQ)

Q: What is the target age group for Dugout X?

A: Dugout X caters to all ages – from children (6+) to adults. The games have adjustable difficulty levels, making them suitable for families, teens, and corporate teams.

Q: Can the games be customized or updated?

A: Yes! All interactive games come with a library of content that can be remotely updated, ensuring repeat customers always have something new to try.

Q: Does JAMMA provide support after installation?

A: Absolutely. We offer comprehensive after-sales service, including software updates, hardware maintenance, and staff training.

Ready to Create Your Own Success Story?

Dugout X is just one example of how JAMMA transforms ordinary spaces into extraordinary social hubs. Whether you’re looking to revamp an existing venue or build from scratch, our team is here to help. Contact us for a free consultation and let’s bring your vision to life.